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SERVICES MARKETING Prof. Amar E. Tigga
WHY SERVICES MARKETING ?? • In all economies around the world whether developing or developed, services now account for greater part of the GDP and employment. • Services pervade the world. Around us, from banking and financial services to logistics, healthcare, transportation, hospitality, tourism and consulting, to name just a few.
2000-01 to 2002-03 (Average
Sector
2003-04
2004-05
2005-06
-0.2
10.0
0.7
3.9
Allied Activities
(23.5)
(22.2)
(20.8)
(19.9)
1.1 Agriculture
-0.5
10.7
0.7
-
5.2
6.6
7.4
7.6
(19.7)
(19.5)
(19.5)
(19.3)
2.1 Mining and Quarrying
4.4
5.3
5.8
0.9
2.2 Manufacturing
5.7
7.1
8.1
9.0
2.3 Electricity, Gas and Water Supply
2.8
4.8
4.3
5.3
Services
6.6
8.5
10.2
10.3
(56.8)
(58.3)
(59.7)
(60.7)
3.1 Trade, Hotels, Restaurants, Transport, Storage and Communication
8.5
12.0
9.7
11.0
3.2 Financing, Insurance, Real Estate and Business Services
6.5
4.5
9.2
9.7
3.3 Community, Social and Personal Services
4.1
5.4
9.2
7.8
3.4 Construction
5.9
10.9
12.5
12.1
Real GDP at Factor Cost
4.6
8.5
7.5
8.4
Agriculture
Industry
Growth Rates of GDP - India
SERVICES MARKETING • The Services Marketing course is designed to acquaint the students with the unique challenges inherent in the marketing of services and the strategies needed to address such challenges. • It aims at introducing state-of-the-art research and practice in services marketing and differentiating it from marketing paradigms for tangible goods and products.
SERVICES MARKETING …Course Objective
The emphasis will be on discussion of the various concepts of services marketing, its principles and theories, and also application of services marketing concepts to actual business situations through case analyses and field projects.
COURSE CONTENTS 1. INTRODUCTION TO SERVICES MARKETING
Fundamentals of Services Marketing, Differences in goods versus services marketing, Services Marketing Triangle, Gaps Model of Service Quality etc.
2. FOCUS ON THE CUSTOMERS
Consumer Behaviour in Services, Customer Expectations and Customer Perceptions of Service
COURSE CONTENTS
…continued
3. LISTENING TO CUSTOMER REQUIREMENTS
Understanding Customer Expectations through Market Research, Building Customer Relationships, Service Recovery etc.
4. ALIGNING STRATEGY, SERVICE DESIGN AND STANDARDS Service Development and Design, Service Standards, Physical Evidence etc.
5. DELIVERING AND PERFORMING SERVICE Employees’ Roles in Service Delivery, Customers’ Roles in Service Delivery, Delivery through Intermediaries and Electronic Channels etc.
COURSE CONTENTS
…continued
6. MANAGING SERVICE PROMISES Integrated Services Marketing Communication, Pricing of Services etc.
Essentially a mix of lectures and case studies and an important component of the course is a group project which involves an exercise on understanding of Services Market and its Marketing Strategies.
Suggested Readings • Services Marketing
– Valarie A Zeithaml, Mary Jo Bitner – Tata McGraw Hills
• Services Marketing –
People, Technology, Strategy
– C Lovelock, J Wirtz, J Chatterjee – Pearson Education
• Services Marketing– – C Bhattacharjee – Excel Books
Concepts, Planning and Implementation
COURSE EVALUATION • PROJECTS & PRESENTATIONS • QUIZZES/CLASS TESTS/CASE STUDY • MID-TERM • END-TERM • For projects and presentations you will have to form yourselves into team of 7(maximum).
CLASS RULES 2.
BE ON TIME TO CLASS
4.
BE QUITE WHEN SOMEONE ELSE IS OFFICIALLY SPEAKING
6.
DON’T DO OUTSIDE WORK IN CLASS
8.
SWITCH OFF MOBILES
WHY SERVICES MARKETING ?? • In all economies around the world whether developing or developed, services now account for greater part of the GDP and employment. • Services pervade the world. Around us, from banking and financial services to logistics, healthcare, transportation, hospitality, tourism and consulting, to name just a few.
2000-01 to 2002-03 (Average
Sector
2003-04
2004-05
2005-06
-0.2
10.0
0.7
3.9
Allied Activities
(23.5)
(22.2)
(20.8)
(19.9)
1.1 Agriculture
-0.5
10.7
0.7
-
5.2
6.6
7.4
7.6
(19.7)
(19.5)
(19.5)
(19.3)
2.1 Mining and Quarrying
4.4
5.3
5.8
0.9
2.2 Manufacturing
5.7
7.1
8.1
9.0
2.3 Electricity, Gas and Water Supply
2.8
4.8
4.3
5.3
Services
6.6
8.5
10.2
10.3
(56.8)
(58.3)
(59.7)
(60.7)
3.1 Trade, Hotels, Restaurants, Transport, Storage and Communication
8.5
12.0
9.7
11.0
3.2 Financing, Insurance, Real Estate and Business Services
6.5
4.5
9.2
9.7
3.3 Community, Social and Personal Services
4.1
5.4
9.2
7.8
3.4 Construction
5.9
10.9
12.5
12.1
Real GDP at Factor Cost
4.6
8.5
7.5
8.4
Agriculture
Industry
Growth Rates of GDP - India
SERVICES MARKETING • The Services Marketing course is designed to acquaint the students with the unique challenges inherent in the marketing of services and the strategies needed to address such challenges. • It aims at introducing state-of-the-art research and practice in services marketing and differentiating it from marketing paradigms for tangible goods and products.
SERVICES MARKETING …Course Objective
The emphasis will be on discussion of the various concepts of services marketing, its principles and theories, and also application of services marketing concepts to actual business situations through case analyses and field projects.
COURSE CONTENTS 1. INTRODUCTION TO SERVICES MARKETING
Fundamentals of Services Marketing, Differences in goods versus services marketing, Services Marketing Triangle, Gaps Model of Service Quality etc.
2. FOCUS ON THE CUSTOMERS
Consumer Behaviour in Services, Customer Expectations and Customer Perceptions of Service
COURSE CONTENTS
…continued
3. LISTENING TO CUSTOMER REQUIREMENTS
Understanding Customer Expectations through Market Research, Building Customer Relationships, Service Recovery etc.
4. ALIGNING STRATEGY, SERVICE DESIGN AND STANDARDS Service Development and Design, Service Standards, Physical Evidence etc.
5. DELIVERING AND PERFORMING SERVICE Employees’ Roles in Service Delivery, Customers’ Roles in Service Delivery, Delivery through Intermediaries and Electronic Channels etc.
COURSE CONTENTS
…continued
6. MANAGING SERVICE PROMISES Integrated Services Marketing Communication, Pricing of Services etc.
Essentially a mix of lectures and case studies and an important component of the course is a group project which involves an exercise on understanding of Services Market and its Marketing Strategies.
Suggested Readings • Services Marketing
– Valarie A Zeithaml, Mary Jo Bitner – Tata McGraw Hills
• Services Marketing –
People, Technology, Strategy
– C Lovelock, J Wirtz, J Chatterjee – Pearson Education
• Services Marketing– – C Bhattacharjee – Excel Books
Concepts, Planning and Implementation
COURSE EVALUATION • PROJECTS & PRESENTATIONS • QUIZZES/CLASS TESTS/CASE STUDY • MID-TERM • END-TERM • For projects and presentations you will have to form yourselves into team of 7(maximum).
CLASS RULES 2.
BE ON TIME TO CLASS
4.
BE QUITE WHEN SOMEONE ELSE IS OFFICIALLY SPEAKING
6.
DON’T DO OUTSIDE WORK IN CLASS
8.
SWITCH OFF MOBILES
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